Summary
Despite journey mapping’s popularity, Forrester continues to hear from frustrated customer experience (CX) pros who struggle to get started or fail to build momentum after less-than-stellar first efforts. To be successful, CX pros need to consider the factors that shape the effort before, during, and after the mapping is complete. This report describes Forrester’s Customer Journey Mapping Canvas — a one-page planning tool to help CX pros execute journey mapping better.
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